Your business’s website matters more now than ever before. No matter the size of your business, your website is the first introduction most people are going to have to you, even if you’re primarily brick and mortar.
Your website anchors your marketing. It’s where you can centralize all of your marketing messages and business information. This is where potential new customers will go to learn about you, and it allows you to be empowered and take control of your digital brand.
You can use your website as a brochure, or you can use it to actually sell products and services. What’s so compelling about building and cultivating your online presence is the fact that this is how you can compete with much bigger businesses. The online and digital marketing world can be the great equalizer in a lot of ways, and you have resources available to you that you wouldn’t have even ten years ago, but you have to know how to leverage these resources.
If you already have a website, but it’s lackluster and isn’t generating the results you’d like to see, it might be time for a redesign.
Below are eight signs you need a new website or a total overhaul.
1. You Have a High Bounce Rate
According to Google Analytics, your bounce rate is the percentage of visitors who go to a single page on your site. Basically, it’s the percentage of people who just visit the one page they land on instead of clicking through to other pages.
A high bounce rate can be a sign that people didn’t find what they came to your site for, or it could be an indicator that your site is slow or hard to use. A redesign can reduce your bounce rate significantly, so if you consistently see a rate that’s more than 70%, think about changing your site.
2. The Site Isn’t a Reflection of Your Brand
It may have been quite some time since you originally had your site designed. Does it still reflect your brand and who you are as a business?
You may need to change your site to create a more effective first impression for the brand and business you are now, as compared to what you were.
3. You’re Not Able to Update Your Content
The backend of your website needs to be simple and easy for you to use so that you don’t have to go to your developer every time you need to make a small change. You might want a website that has a content management system that you can use easily so that you can make changes as you need to.
4. The Site’s Not Ranking Well
SEO is essential. This is how people are going to organically find you and connect with your brand. Unlike paid advertising, when you invest in SEO, it can keep paying you returns over time, and the benefits often compound each other.
A lot of how well you rank in search engines is about your content and your keyword research, but your site design affects it too.
If you’re not ranking, but you think you have quality content, it could be an issue with technical SEO and site design, which are fixable.
There are a lot of elements of technical SEO you can integrate into a new site design.
For example, you need to use SSL, which creates encrypted links between a server and a browser and is preferred by Google and other search engines.
5. Your Site is Slow
There are a lot of design-related reasons that your website might be slow.
For example, you might not be using optimized images, you could have too much flash content, or maybe your traffic is exceeding your site’s abilities. Having too many elements on your page, including images, scripts, videos, and other elements, as well as inefficient web hosting, are all also contributors to a slow site.
When your site is slow, it negatively impacts your user experience. It’s also bad in terms of SEO. Google doesn’t want to show slow sites to users, so you’re not going to rank as well as you could if you redesigned your site for speed.
6. Poor UX
Your user experience or UX is incredibly important, but if your site isn’t designed with the experience of your users in mind, it’s time to think about a redesign.
User experience can get complex because your design team has to analyze and use logic to figure out how they want or expect users to interact with everything it contains.
UX relates to but isn’t the same as the user interface. User interface or UI is more about an appealing layout that users enjoy. UX is about the concept of how users experience every small element of your site.
When you invest in improving your UX design, you’re going to be able to see a lot of other benefits. For example, improving your UX design can improve your customer experience, drive sales and lower your bounce rate.
Both UX and UI have to be considered in site design to make sure you have the best possible end product.
7. Your Site’s Not as Good as Your Competitors
You, of course, want to have your own branding and be distinctive from your competitors, but if you quickly take a look at their sites and yours leaves a lot to be desired, you might think about a redesign or total overhaul.
If your competitors’ sites are faster, look more modern, or have better functionalities, this is a red flag that maybe you’re letting yourself fall behind in this key area.
8. Poor Mobile Experience
Finally, if your site isn’t responsive for mobile, you need a new one. Everything Google does follows a mobile-first approach. Your performance on mobile devices is more important in terms of SEO than desktop performance, and your customers are probably interacting with your site on mobile devices much more than they are on computers and desktops.
You need an excellent mobile experience.